Supply Chain Logistics Management--全套课件.ppt

Supply Chain Logistics Management Chapter 1: Twenty-first Century Supply Chains Generalized Supply Chain Model What is a supply chain? Successful Supply Chain Strategies (1) The first set of supply chain strategies directly support business strategies focused on product leadership and brand-building: Market Saturation Driven:Focuses on generating high profit margins through strong brands and forceful marketing and distribution. This is the strategy of the successful A-brand suppliers like Coca-Cola, Sara Lee, Procter Gamble, Nestle and Unilever. Especially Unilever has drawn attention by eliminating many minor and local brands in order to focus all attention to strong international brands. Operationally Agile:Configures assets and operations to react fast to emerging consumer trends along lines of product category or geographic region. Tesco UK and the global Ahold Company are both retailers that have build systems giving stores the opportunity to respond to the local customers. Both assortment and shelve presentation are systematically adapted to actual local sales, and replenishment is executed using computer assisted ordering. Successful Supply Chain Strategies (1) The first set of supply chain strategies directly support business strategies focused on product leadership and brand-building: Freshness Oriented:Concentrates on earning a premium by providing the consumer with product that is fresher than competitors offering. For instance, a leading fresh food supplier considers the cold chain critical to success since temperature is the dominant factor in shelf life. Its cold chain starts from the day the produce is picked and lasts until consumers bring it home to their refrigerators Successful Supply Chain Strategies (2) The second set of strategies deal more with tighter collaboration with the channel, the customer, and/or the end consumer: Consumer Customizer:Uses mass customization to build and maintain close relationships with end consumers throug